Research Library

Next Generation Consumerization - Co-creating Value with your Customers

Our research shows that the consumerization of IT is just beginning and that the current focus on employee Bring Your Own Device (BYOD) policies is only an important initial phase. Increasingly, consumer technologies will become a platform for co-creating value with the marketplace. This means that consumerization is no longer just an issue for IT managers. The Next Generation of Consumerization will affect the entire firm.

The first half of the report describes the upcoming technology changes, and the second half focuses on the power of co-creation, especially the many synergies between customer co-creation and next generation consumerization technologies.

Preparing for the Employee an Customer of the FutureWatch a video: Preparing for the Employee and Customer of the Future - Next Generation Consumerization.

For help in determining your consumerization strategy, contact your dedicated Account Representative.


Executive Summary

PDF (813.8 KB)

Single Topic Report

PDF (2.7 MB)



Douglas Neal
Research Fellow
Doug Neal, based in the United States, is a Research Fellow for Leading Edge Forum. Doug's focus is on the intersection of strategy, business operations and technology.     Doug is the author of multiple reports including A Guide to Co-creating Value with Your Customers, authored with Jim Ginsburgh, Lewis Richards and Professor Venkat Ramaswamy from the University of Michigan, Next Generation Consumerization – Co-creating Value with your Customers, The Consumerization Workbook and Preparing for a Post-PC World.   He co-authored the book The Networked Supply Chain:  Applying Breakthrough BPM Technology to Meet Relentless Customer Demands.  Doug’s point of view on consumer privacy was published in Wilson Quarterly, the journal of the Woodrow Wilson International Center for Scholars. Doug has led a number of study tours over recent years on subjects including Dealing with Disruption, The Future of Do-It-Yourself Technology, Mobility, Cloud Computing, Web 2.0 and Green IT. Doug has developed state-of-the-art management and other end-user systems for clients in financial services, manufacturing, healthcare and high-technology companies.  Prior to joining the Leading Edge Forum, Doug worked at two international management consulting firms and founded an organization specializing in systems for executive management. Doug received a BA from Haverford College, conducted special studies at the Ruhr University, and has an ABD from the University of Michigan.